FORMULATING BUSINESS STRATEGY TO GAIN SUSTAINABLE BRAND BUSINESS FOR OMG (OH MY GLAM)

• Main Author: Tarantika Indreswari, Ayu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85887
• Institution: Institut Teknologi Bandung

OMG is an emerging beauty brand that sells cosmetics make up and skincare. OMG brand born to serve the lower socio-economic segment, offering high-quality beauty products. OMG believe that beauty plays important role in women’s life, increase their selfesteem, boost their confidence and leads them to achieve their dream. The purpose of OMG is to ensure all women in any background can still take care of their beauty by riding on the latest beauty trends without sacrificing their budget with ‘beauty that never fade’ campaign. As emerging brand with number one growth brand in lip make up OMG face fierced competition with numerous local and Chinese newcomers vying for consumer attention. As new comer, OMG brand have to create differentiation strategies in communicating products, establish a unique value proposition, and define brand identity. In analysing way to find OMG ways for sustainable business, the author using indepth interview to manager level. The findings show that consumers take important roles and hold biggest bargaining power followed the capability of doing innovation in all marketing mix especially on product and promotion.The framework used for the strategy improvement is internal analysis (STP, Marketing Mix, Product Life Cycle Strategy, Ansoff and Agile Organization) and external analysis (PESTLE, Porter’s Five, Competitor Analysis). Based on the findings and the analysis through scenario planning, new strategy implementation in marketing mix plan for 4 years is formulated to achieved sustainable business